There are three things that motivate the young people of today: commune, justice, and authenticity.
The study was conducted by McCann Worldgroup. They asked 7000 youth coming from 17 countries namely US, UK, China, India, Spain, Mexico, Brazil, Singapore, Malaysia, Chile, South Africa, Italy, Germany, Korea, Japan, Australia and Philippines.
1. Commune. The need for connection, relationships, and community.
2. Justice. The need for social or personal justice, to do what’s right, to be an activist.
3. Authenticity. The need to see things as they are.
The technology is the unifier or the glue that binds the three. Taking for example the facebook, we could infer that the youth join facebook to find friends and to be updated in current events pertaining to injustices for them to have an informed stand and participate in the forum.
More than just finding friends, the youth are seeking true friends. When asked what qualities are they looking in a friend, truthfulness tops the answer, followed by being genuine, sociable, mature and humble.
Here’s some interesting findings:
Top Wishes for the future
1.Maintain good health
2.Successful in chosen career
3.Meet their soulmate
4.look after their family
How would you most like to be remembered?
1. As a person who was loved by many people
2. As a person who looked after their friends and family
3. As person who changed the world in a positive way
4. As a person who made everyone laugh
What’s more surprising is that 53% percent of those aged 16-22, and 48% of those aged 23-30 would prefer giving up their sense of smell if it would mean keeping up their cellphone or laptop. I find it absurd, and I’ll never do such. But it only stresses the fact that technology is very important to the youth that they consider it as the fifth sense.
This information would help the advertisers, teachers, and leaders to understand the dynamic youth, and capture their attention to be more productive in our society.